- The Swedish retailer has since apologized and removed the ad from its website.
Clothing giant H&M has been forced to cancel an advertisement for school uniforms with the slogan “Attention-grabbing” after a backlash that included claims that it was “sexualizing” children.
The brand faced criticism over its “Back to School Fashion” ad, which featured two girls wearing pinafore dresses.
Outraged activists, including prominent feminist Melinda Tankard Leist, condemned the retailer.
“@hm @hmaustralia What is the purpose of this Facebook sponsored ad?” she fumed.
“Little high school girls generally don’t want to be the center of attention. Many people I interact with at school want to be left alone to learn and have fun. ”
Psychologist Dr. Pam Spar expressed her anger in a post on X, writing: “Your vile ad panders to pedophiles who think it’s okay to lust after girls.” Boycott H&M. It’s a shameful exploitation of girls. ”
Another user said:[ell] Is this. H&M sexualizes children. However, another person branded it “inappropriate advertising” and said H&M should “reconsider immediately”.
One X user added: “Aside from the seedy undertones of this ad, the whole point of school uniforms is to stop kids using the brand to embarrass other poor kids.” . What is H&M thinking?
Another person welcomed the brand’s apology, but said the brand “has yet to address how someone within the company could have shown such appalling judgment during commissioning and approval.” .
“This ad has now been removed,” the brand said on social media. We sincerely apologize for any inconvenience this may have caused, and will consider ways to present future campaigns. ” H&M has also been contacted for comment.
This comes after a Rimmel London ad featuring Love Island star Lana Jenkins was banned in December.
“Get ready to end back-to-school season,” the Facebook ad, published on Sept. 9, said. Get 25% off Multitasker Concealer and other Rimmel favorites with his…’
The post included a video of Jenkins, a 25-year-old influencer, applying makeup, with a caption underneath that read: “25% off Rimmel until back to school.”
They complained that the ad’s inclusion of the text “Get ready to end back-to-school season” was irresponsible.
They said it fueled anxiety among young girls by implying that they weren’t ready for back-to-school if they weren’t wearing makeup.
Coty UK, trading as Rimmel London, said the ad, which was part of its “back to school” campaign, “never” communicated the need to wear make-up, and instead encouraged 18-year-olds interested in cosmetics. The company said it is targeting women between the ages of 35 and 35. Beauty, fashion, and makeup.
It said the text “Get ready to crush this back-to-school season” was aimed at motivating girls and building confidence, rather than preying on their insecurities.
The Advertising Standards Authority (ASA) said the words ‘back-to-school season’, along with the ad’s bright pink color scheme, the book and star emojis, and the fluffy pink pen Jenkins is holding in the video, can mainly be understood as He said the following people would be: The audience refers to the time when students return to high school or their sixth year of college after summer break, and it appeals to them.
The ASA said: “The use of the word ‘kill’ in the claim ‘Prepare to kill this back-to-school season’ means that girls and young women are not successful or successful when returning to school. I thought it implied that there was a high possibility that he would do something like that.” If you wear makeup, you go to school, but in this case it’s concealing and contouring products.
“We believe this advert has the effect of stoking young girls’ fears about their appearance and has concluded that it is irresponsible.”
The ASA ruled that the ad must not run again, adding: “We have issued a statement to Coty UK, trading as Rimmel London, that schools need make-up in order to succeed.” “I told them that we shouldn’t make fun of young girls’ insecurities by innuendo,” she added. ‘